August Luncheon August 9, 2017 UPCOMING EVENTS South Sound Summer - PowerPoint PPT Presentation

August Luncheon August 9, 2017

UPCOMING EVENTS South Sound Summer Social: PEAKS & PINTS Date: August 17th, 2017 Time: 5:30 to 7:30 pm @ Peaks & Pints., Proctor Tickets Available Now Lunch: LEADING STRATEGY THROUGH INSIGHTS Date: September 13 th , 2017 Time: 12:00 to 1:30 pm @ Washington Athletic Club, Seattle Tickets Available Now Lunch: NW MARKETING w/ FILSON & ALASKA AIRLINES Date: October 11 th , 2017 Time: 12:00 to 1:30 p.m. @ Lake Union Café, Seattle Tickets Available Soon | 2

Thank you to our Sponsors Learn More At: http://www.psama.org/sponsors | 3

AMERICAN MARKETING ASSOCIATION | PUGET SOUND PSAMA

Today’s panel talks… Content Marketing

• Public Speaker, Consultant, & Author • Story First Marketing • TEDx Speaker Coach Brad Cochrane

Shannon Riggs

CONTENT MARKETING Building Your Strategy

First, why all the fuss about content marketing anyway?

Content is at the center Content Credit: Gini Dietrich, Spin Sucks Your content is what all your other marketing activities revolve around

Consumers crave content and information relevant to their lives. 70% of consumers want to learn about products through content rather than through traditional advertising – MDG Advertising Average consumer spends 60 hours per week consuming content across devices - Nielsen

They seek it out from multiple sources. More than half of all Americans report using between three and five methods of discovery to find out about the news – American Press Institute

They don’t care if it’s paid or editorial. Viewers spend nearly the same amount of time reading editorial content as native ads – ShareThrough

But as they are increasingly inundated with content, consumers are increasingly skeptical and more difficult to engage. As consumers become more digitally empowered, brand messages lose their impact – and likelihood of conversion, on average, decreases - McKinsey

How do you get started?

Establish Your Goals: Why are you creating content? Loyalty Trial/ Purchase Behavior Change Thought Leadership Reputation Management Awareness/Vi sibility

Who are you trying to reach?

What is your audience willing to engage with? Build a strategy based on insights REFINE Analysis, Reporting Target Audiences Mapping & Engagement (Metrics) (Digital Demand Mapping) (Conversation Maps) ▪ ▪ ▪ Craft Measurement Create Messages and Stakeholder Interviews Strategy Stories to Tell ▪ Keyword Research ▪ ▪ Editorial Calendar Digital Performance ▪ Social Listening Scorecards Design ▪ Conversation Channels ▪ ▪ Present Reports Content Curation & Development ▪ Influencer Identification ▪ Deliver Insights ▪ Enterprise Listening ▪ Competitor Analysis ▪ Employee/Member ▪ Personas Activation

How are you going to meet their information demand? Build conversation maps and content based on insights Week of: January 16, 2017 Theme: Mind, Body and Soul EMBRACE Target Topic/Campaign Type Original Publish Promotion/ Distribution Mapping & Engagement Date Point (Conversation Maps) Bag Spill/Workout Essentials Shared Content Partner Instagram Instagram, Twitter, Facebook 1/20/17 ▪ Messaging/Stories Smart Snacking Article Steaz Blog Instagram, Twitter, Facebook 1/22/17 ▪ Channel/Format Mix ▪ Editorial Calendar ▪ Content Audit, Curation & Development ▪ Employee/Member Activation

How will you measure success? Develop success metrics tied to your objectives COUNT Analysis, Reporting (Metrics) ▪ Craft Measurement Strategy ▪ Digital Performance Scorecards ▪ Present Reports ▪ Deliver Insights

Bringing a content strategy to life

Travel Portland

Regions Bank

THANK YOU Shannon.Riggs@FinnPartners.com www.linkedin.com/in/shannonriggs/ www.lanepr.com

Scott Fasser

PSAMA – August 9, 2017

BQ #1 – WHY CREATE CONTENT? To BE the Authority! Ups Improves Creates Builds Conversion SEO, PR, Trust Brand Rate Social Content is a means to an end…

BQ #2 – WHICH CONTENT WORKS BEST? Well, it depends… Define the business outcome of content program • Acquiring traffic to site or mobile app? • Selling page views and ad impressions? • Generate a lead or selling stuff or creating ad views? • Create PR impressions or brand awareness? • Go viral? Influence influencers? Your measurement plan must align with your business objectives

BQ #3- WHAT SHOULD I MEASURE? How Well is Our How many people Content Content Content Resonating viewed, downloaded, Consumption Sharing with Audience? Is watched or listened? Metrics Metrics Our Content Good? Are We Creating the Right Amount of Content Creation & ROI Content at a Metrics Reasonable Cost for Positive ROI? Did We Actually Lead How Often Does Content Sales Make Any Money Generation Consumption Result in Metrics Based on Our Metrics Generating a Lead? Content?

BQ #3a - FAVORITE CONTENT METRICS # of Pages Generating at Least One Visit by • Source (organic search, referrals, social, direct) Total Shares/Re-Tweets/Likes • Web Traffic from Dark Posts • Average Finish Rate • Conversion Rate Assists •

BQ #4 – HOW DO I OPTIMIZE? Pro Tips Content Planning • Have Leadership • Play Long Game • Many Hands Review, Reward, Creation • Reward Success Repeat • Tag Content • One Theme – Many Formats Syndicate Measure + Promote

Content Marketing Works Best When You Are ALL IN!

Thank you! @scottfasser scott.fasser@serumagency.com 33